The Sugar Man Alex Crawford opens up on his decision to shut his Hutt St patisserie and his plans for the shop’s future

The man behind a viral city patisserie has opened up on his decision to stop selling croissants and his sweet plans for the shop’s future.

The croissants may be coming to an end but The Sugar Man’s sweet treats will return, according to the brains behind the famed city patisserie.

Alex Crawford stunned his legion of fans this week by announcing he had decided to stop selling his popular pastries and temporarily close his celebrated Hutt St shop following this Sunday’s final day of trade.

Crawford said it was a difficult decision but one he needed to make.

“I feel extremely humbled by the responses we have had. Although it is sad to see something we’ve worked on for many years come to an end, I’m more excited to work on something new,” he told The Advertiser.

“The goal is to reinvigorate my passion and come back with a renewed sense of direction in my profession. The reason for taking this break is to have the time to go away, train, gain new skills, and explore new product lines.”

The Sugar Man creator Alex Crawford. Picture: Ben Clark

The Sugar Man’s pistachio croissant.

Crawford said The Sugar Man’s new product line would remain a “surprise for now” but he vowed to stay true to his dessert roots.

“We’re in the sweets business – our priority is to give people a sweet time,” he said.

“I can tell you it will be sweet related, as my sweet-seeking tooth will never be quashed. I am allowing my interests to direct me for a while.”

Opened by self-taught baker Crawford in March 2022, the patisserie has enjoyed much fanfare and long line-ups, in particular on weekends.

Crawford said the store will receive a facelift and re-open in September.

“Nothing else is changing. It’s the same Sugar Man, just a different type of sweets,” he said.

“Whatever we do, it will always showcase my love for SA producers, artisans and farmers.”

Alex Crawford said it was a difficult decision but one he needed to make. Picture: Ben Clark

Mr Crawford said he will close the shop on Friday to prepare for this weekend’s onslaught from hungry customers, keen for one last croissant.

“My sous chef and I are making as many pastry items as we can possibly make with our two hands – we have increased production as much as possible for this final weekend,” he said.

“There will be a few sleepless nights ahead of us.”

Originally published as The Sugar Man Alex Crawford opens up on his decision to shut his Hutt St patisserie and his plans for the shop’s future